Attention Marketing and Customer Patronage of Fashion Houses in Port Harcourt

Abstract

This study investigates the effect of Attention Marketing on Customer patronage of fashion houses in Port Harcourt, Nigeria. Specifically, the research examines how the dimensions of attention marketing Time on Page and Engagement Rate influence patronage behaviors, measured through repeat purchase and referrals. The study adopts a quantitative research design and collects data from 250 customers of selected fashion houses using structured questionnaires. Structural Equation Modeling (SEM) using AMOS was employed to analyze the data and test the hypothesized relationships. The results indicate that both Time on Page and Engagement Rate have significant positive effects on repeat purchase and referral behaviors. Specifically, customers who spend more time interacting with digital content and actively engage with brand communication are more likely to make repeated purchases and recommend the brand to others. These findings demonstrate that attention marketing is a critical driver of customer patronage in the fashion industry. The study concludes that fashion houses should prioritize attention-driven marketing strategies to enhance customer engagement and loyalty. Recommendations include creating interactive digital content, encouraging active engagement, and implementing referral programs to leverage word-of-mouth promotion. This study contributes to the understanding of digital marketing practices in emerging markets and provides actionable insights for fashion retailers seeking to strengthen customer relationships and competitive positioning